Moviegoers May Be Losing Interest in 3-D

The proportion of movie gross receipts from higher-priced 3-D showings is trending below 40% for the first time since the technology became widespread in 2009, says Entertainment Weekly. The 3-D percentages for recent releases Monsters University, World War Z, The Great Gatsby, and R.I.P.D. have been in the 30s, with Despicable Me 2 and Turbo in the 20s. Compare those with Avatar, whose 3-D share during its opening weekend in 2009 was 71%. Consumers may be tiring of the format, and of the hefty surcharges. Fox, Paramount, Disney, and Universal collectively spent $700 million on equipping theaters with 3-D projectors.